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Accor and Choice launch new loyalty programmes

Flexible schemes, including one that offers cash vouchers that can be used at any time, aim to woo hotel guests in Europe

Mark Frary

September 12 2008, 6:42pm, The Times

Hotel groups have launched two new hotel loyalty programmes in a bid to win and retain guests.

Choice Hotels, the parent company of the Clarion, Comfort Inn and Quality hotel chains, is to launch its Privileges loyalty programme in Europe for the first time. The company has more than 300 hotels in Europe, including 70 in the UK and guests will earn ten points for every US dollar (or equivalent) spent.

As a launch promotion, anyone using their American Express card to pay for a Choice hotel until the end of November will earn double points, although this requires advance registration. Membership of the programme is free and members also benefit from express check-in and late check-out.